DEVELOPING STRATEGY TO INCREASE THE NUMBER OF FOLLOWERS OF XL AXIATA B2B SOCIAL MEDIA

• Main Author: Johannah Uliasri S., Judith
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/75370
• Institution: Institut Teknologi Bandung

With increasing globalization, social media has become an integral part of people's lives. This shift has led to a new way of gaining information, not only for individuals but also for businesses. Social media platforms now serve a broader range of functions, and companies have recognized the immense opportunities they offer. They have become essential channels for businesses to inform others about the latest updates, especially considering the dynamic nature of the corporate environment. XL Axiata, one of the largest telecommunications companies in Indonesia, has also embraced social media, specifically through their platform called Bestie Konter. Bestie Konter serves as a channel for XL Axiata to inform their retail outlets about the latest product updates and programs. However, the Trade Marketing team, responsible for managing Bestie Konter, has faced challenges in reaching all their retail outlets as seen in the number of followers, resulting in potential misinformation within the company. There have been many efforts that have been done, but the result still not significant yet. This research aims to identify the most effective and competitive marketing strategies to increase the awareness of social media with the main factor of number of followers on Bestie Konter's Instagram, YouTube, and TikTok accounts. The study will employ a mixed-method approach to the followers of Bestie Konter and the non-followers of Bestie Konter. Thus, it is expected to receive in- depth information regarding the problems that occur. By understanding the expectations, behaviors, and needs of retail outlets, the researcher hopes to bridge the existing gap and improve the growth of XL Axiata. The proposed strategies will focus primarily on raising awareness to increase the number of followers. After analyzing the business environment, gaining insights from the target market and see the opportunity within the industry, the researcher recommends that XL Axiata can implement Duta Bestie program, Pasdutie program, and actively using multi-channel broadcast. The findings of this research can serve as a benchmark for other businesses seeking to enhance their social media presence in a business-to-business (B2B) context, especially for telecommunication companies.